IAB Interview | The Impact of Brands on Misinformation and Bias in the News Ecosystem

The first rule for marketers is the same as for doctors: don’t make anything worse. At a time when 79% of Americans say they’d boycott a company for ethical reasons, it can be hard not to step in it, especially diving into the fraught media-buying landscape. Better to skip the news genre altogether than accidentally run an ad next to something controversial that creates a tweetstorm, right?

The only problem is if we can’t tell good news from bad news, we end up with a bleak future where there’s no good news to support at all. 

We’re not overstating it when we say that finding Vanessa Otero was a miracle. Otero is the founder and CEO of Ad Fontes Media (Latin for “to the source”), the virally successful Media-Bias Chart creator. This chart has the power to change the way you buy media forever, find some incredible deals on overlooked news sites that deserve your support, and even make this year’s Thanksgiving dinner table conversation more civil.

Not convinced? Have a listen as Otero, our very own Dan Granger, and industry veteran Eric John of IAB break down how we got to our toxic state of polarized tribalism and the way forward with civility and positive ROI for all.

Watch The Interview